InMobi and Rubicon Project add native video to mobile exchange

Independent mobile ad network InMobi has teamed up with Rubicon Project, a tech provider for automated advertising, to launch mobile native and video formats on the InMobi Exchange platform.

InMobi Exchange will now include mobile native and video formats


Powered by Rubicon Project, the InMobi Exchange now offers native and video ad formats across 7,800 mobile apps. InMobi says that native and video ads deliver an average two to five times the performance of standard mobile ad units. This adds a good increase in value for buyers. InMobi and Rubicon Project launched the exchange a year ago. Earlier this year, InMobi began testing of programmatic native ad-buying on the platform with a select few DSPs.

Oleg Korenfeld, SVP, Ad Technology & Platforms, MediaVest, says:


“Custom content is an important part of communicating with our audience. Native ads as a delivery mechanism of that content allow us to have an experience that is user-friendly. The next logical step is personalization of this content while still being able to deliver at scale. This is why it’s exciting to see programmatic buying methods becoming more available for native executions.”

InMobi and Rubicon Project have been working together to adopt the IAB’s Open RTB 2.3 standard for native ads. Video inventory available on the exchange complies with the IAB’s Video Ad Serving Template (VAST) standards. Anne Frisbie, Senior Vice President – Global Alliances & Programmatic, InMobi, comments:


“This advances our vision for a ‘no banner’ mobile advertising world. With 40% of the InMobi Exchange now powered by these superior native and video ad formats, and growing, we are excited that over 20 major buying platforms have already extended their support.”

Indeed, native advertising and mobile video ad revenues are growing strong. The US is predicted to reach a $21bn spend on native by 2018 and mobile video ads are up to $4.4bn this year. Mobile video ads are suggested to account for 54% of global mobile display ad revenue in 2018, finds BI Intelligence. Competitors Videology and TubeMogul have noted a similar surge. Videology reported an increase in mobile video ad campaigns on its platform of 81% between the end of 2014 to Q1 2015. TubeMogul said mobile ad spend increase 500% on its platform within 12 months.